Effect acquires Born Digital in New Zealand expansion

Effect has acquired Born Digital, adding an Auckland office to the Wellington agency.

The deal brings together two New Zealand digital agencies that both work with Umbraco and Microsoft technologies. The combined business will have 25 staff across Wellington and Auckland, up from 15 before the transaction.

Born Digital focuses on custom software development, Umbraco content management systems, and UI and UX design. Effect works across UX design, development, and delivery, with clients in environmental monitoring, emergency management, and local government.

Effect has built a sizeable presence in New Zealand's emergency management sector through partnerships with Civil Defence Emergency Management groups around the country and the National Emergency Management Agency. Born Digital's clients have included Toyota Financial Services, Auckland Council, Auckland Chamber of Commerce, Tegel, and EBOS brands Red Seal and Black Hawk.

Both businesses have operated for more than a decade. Born Digital was founded in 2005 and Effect in 2010.

Shared platform

The companies share a common technical base as Umbraco and Microsoft partners. That alignment will allow the combined team to share tools, knowledge, and resources from the start, while giving clients access to broader Umbraco expertise.

The transaction expands Effect's services across strategy, design, software build, and ongoing support. It also gives Born Digital's clients access to Effect's technical, hosting, and delivery teams, while Effect's clients gain additional design and custom software expertise.

For clients, the immediate message is continuity. Current projects, points of contact, and day-to-day work will remain unchanged after the acquisition.

Over time, the combined business expects to offer a wider range of specialist skills and more capacity for larger assignments. An Auckland office also places staff closer to clients in New Zealand's two largest commercial centres.

"We've always admired Born as one of the best digital agencies in Auckland, and their work is recognised right across New Zealand. Bringing our two teams together means we can offer clients even more, and I'm genuinely excited to see Effect and Born grow together," said Pete Lister, Chief Executive Officer of Effect.

Born Digital has delivered a mix of portals, kiosks, apps, and websites across New Zealand and Australasia. Its work has centred on user experience, design, and software development, which Effect is looking to strengthen through the deal.

Client continuity

The transaction comes as agencies and software firms continue to seek scale in specialist digital services, particularly in content systems, design, and custom development. In New Zealand, public sector and local government demand has remained a steady source of work for firms with established delivery records.

There will be no impact on clients as the two businesses come together. Effect has framed the acquisition as an extension of existing strengths rather than a change in service direction.

Born Digital general manager Pam Clifford outlined the company's view of the next stage.

"The entire team at Born Digital is excited for this next chapter and what it means for our clients. We'll continue to deliver portals, kiosks, apps and websites, now with a stronger design arm and strategy to oversee end-to-end delivery. As for our CMS of choice, we're joining forces with another Umbraco partner in New Zealand, and you should too," said Pam Clifford, General Manager of Born Digital.